Duchateau is a designer and manufacturer of luxury architectural elements, from custom flooring to wall coverings, found in award-winning luxury hotels, retail designs and homes worldwide. As Agency of Record, 50,000feet has led the brand through both revitalization and digital transformation, helping position Duchateau as a disruptive and one of the fastest-growing companies in the category.
2019 saw a commercial and residential flooring industry rocked by trade tariffs while product preferences shifted from hardwood to vinyl, but Duchateau is the kind of brand that can adapt to an ever-evolving retail model and capitalize on continued growth in professional design, trade and consumer markets. To support increased engagement across all segments and the launch of new products in new markets, 50,000feet applied expertise in the Architecture & Design category as well as a deep understanding of the changing market dynamics faced by manufacturer-distributors.
50,000feet developed a holistic strategy for re-introducing the brand to the world, including a go-to-market approach that leveraged a reimagined brand architecture, bold new manifesto with refined positioning, customer profiles, new visual identity system, photography and sales tools across digital, mobile, print, packaging, retail, social and video channels. The initiative also supported public relations efforts, which garnered coverage in Elle Décor, House Beautiful, Town & Country, Domino, Luxe, Modern Luxury Interiors and other trade and shelter publications, providing a platform for event sponsorship and the DuGood sustainability program, which made the planting of 10,000 trees possible in 2019.
Rebranding has achieved the highest levels of engagement in the company’s history, including record unique visitors to the website with brand impressions growing from 3.35M in 2018 to 74M in 2019. Instagram engagement rose from 1% to 8.12%, which is phenomenal considering an industry average of just 2.15%. The number of overall social media followers increased by 10%, whereas overall social engagement increased by 510% and impressions by 1,058%. With one-on-one CRM engagement growing by more than one third in less than a year, the Duchateau team has necessarily shifted focus to ensure the highest quality of service in handling inbound traffic, qualified sales leads and sold-out status of many its innovative new products almost immediately after launch.
50,000feet developed a sophisticated, design-led visual language for Duchateau that differentiates the Duchateau brand from competitors by putting it in a class of its own. The new look and feel transforms the brand from staid and traditional to modern, bold and edgy. With FF DIN doing the heavy lifting as Duchateau’s wordmark typeface and as display and headline scale type, 50,000feet pays homage to the technical qualities of Duchateau products themselves while bringing a sleek, fashion-forward look to the brand. The system is simple and elegant, letting the breadth of Duchateau’s products speak for itself.
Capturing the imaginations of design professionals and resonating with consumer mindsets, 50,000feet art directed lifestyle and product photography to drive recall and requests for Duchateau products. Visual storytelling around the Duchateau way of life allows audiences to place themselves within a distinct Duchateau moment, which is why 50,000feet engaged the incredible talents of Todd Selby and Todd Cole. An artist, filmmaker, writer and photographer, Todd Selby captures the essence of people, and for The Guild, he shows us exactly what it feels like to be young homeowners. Todd Cole is a street photographer who understands fashion and a fashion photographer who understands the street, and he brings a balance of sophistication, raw emotion and intrigue to every shot of Duchateau Atelier.
The brand refresh extends across an entire ecosystem of communications, including a distinguished, user-first website experience that reinforces the Duchateau brand while empowering the design professional’s workflow. 50,000feet designed and developed the Duchateau site as both a powerful marketing and sales tool that builds on the equity of Duchateau’s unique product offering and a digital destination meant to accelerate sales growth, design innovation, new customer acquisition and loyal customer return.
As we rationalized the brand portfolio strategy, we worked closely to map ad spend against an fragmented media landscape. By leveraging omnichannel campaign creative to announce the new branding, new products and a design- and lifestyle-forward value proposition, we sought to maximize reach while also targeting the exact right audiences. The campaign spans the brand’s three current lines, highlighting moments in time over the course of relationships, casting a dimensional, playful light and shadow across revitalized brand expression and inviting more exploration through provocative simplicity.